Go-to-Market Plan for Amazon Entering the Nigerian Market

You are the product manager asked to bring Amazon to Nigeria. How would you launch it: what would you start with, how would you adapt it to the country, and how would you judge whether the launch is working? ```hint Start from the country, not the playbook Before choosing features, check which parts of Amazon's usual model, such as card checkout, street addresses and fast delivery networks, actually hold in Nigeria, and let the gaps shape the entry plan. ``` ### Clarifying Questions - Does "Amazon" here mean the retail shopping business, or are Prime Video, AWS or shipping from Amazon's existing international stores also candidates for the first move? - Is the aim a profitable business within a few years, or a long-term position where early losses are acceptable? - Should the launch build local operations (Nigerian sellers, warehouses, delivery), or may it start by selling from existing stores abroad? - Are partnerships with, or acquisitions of, Nigerian e-commerce, logistics or payment companies allowed? ### What a Strong Answer Covers - A reasoned choice of which Amazon business to launch first, and in which city, tied to Nigerian market conditions - How the plan handles the local constraints that break the default model: payments, addressing and last-mile delivery, and currency - A view of the incumbent competition, formal and informal, and why shoppers and sellers would switch - A phased rollout with explicit go, pause or exit criteria instead of a nationwide launch - Success metrics with guardrails, and the main risks with mitigations ### Follow-up Questions - Six months after launch the naira loses a large share of its value against the dollar. What changes in your plan? - How would you decide between building your own delivery fleet in Lagos and relying on third-party couriers? - What evidence after the first year would make you pause expansion or exit?